eTail East 2019

August 19 - 22, 2019

The Sheraton, Boston

1.888.482.6012

2018 Pre-Conference Day: The Customer Acquisition Summit

The newly expanded customer acquisition summit will take a deep dive into all thing acquisition from search vs. display, SEO, SEM, retargeting, influencer marketing and online advertising. How can you get the most out of these strategies without spending too much? You’ll talk to other retailers asking these questions too– we’ll run roundtables with subject experts throughout the day, mixing in case studies and panels that get into the nitty gritty so you’ll learn not just how to acquire customer but how to convert them!


 

7:55 am - 8:25 am Continental Breakfast & Registration

8:25 am - 8:35 am Welcome Remarks & Benchmarking Study

8:35 am - 8:50 am Keynote Chairperson's Opening Remarks

Rahmon Coupe - CEO YourAnswer
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Rahmon Coupe

CEO
YourAnswer

8:50 am - 9:15 am Fireside Chat: New Customer Acquisition Strategies That Increase Conversions

Rich DeNardis - CRO Home Chef
Figuring out how to acquire new customers can be a daunting task, but it's absolutely essential to growing your business in a meaningful way. Hear how one brand approaches customer acquisition and what they've learned along the way. Discuss:
  • Finding the right acquisition channel for your business
  • Understanding you don’t have a customer base install
  • Looking at getting started in customer acquisition 
  • Branching out into different marketing channels
  • Building out customer profiles and your email list
  • Moving into customer retention 
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Rich DeNardis

CRO
Home Chef

9:15 am - 9:40 am Keynote Case Study: Lessons Learned From A Mobile Strategy In Full Bloom

Suleman Rehmani - Director, Product and Growth 1-800-flowers.com
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Suleman Rehmani

Director, Product and Growth
1-800-flowers.com

9:40 am - 9:50 am Roundtable Host Introductions

9:50 am - 10:40 am Kickoff Of Interactive Roundtables

Each table is moderated by a Sponsor Executive & Retail Client with 4 Rotations & 25 minute discussions

Table #1 Voice Driven Real Intelligence-The Ultimate Mobile Shopping Experience
John Palek, Director of Sales YourAnswer International
Julie Daley, VP, Digital Commerce, Ashley Stewart

Table #2 Technical SEO-Best Practices in eCommerce
Moderator: Craig Smith, CEO, Trinity Insight

Table #3: Retail First Paid Media Strategies For The Holidays
Moderator: Manish Mohan, Director of Paid Media, Netelixir
Ashly Jayne Snell, Senior Manager, Digital Marketing, Dover Saddlery Inc.

Table #4 Beating Amazon At Their Own Game-Mobile Voice Search For eCommerce
Moderator: Craig S. Bassin, CEO, EasyAsk

10:40 am - 11:10 am Coffee & Refreshments

Looking at your current SEM and SEO strategy—Do you have the right balance? Panelists will walk you through their current strategy and the results they are seeing. Discuss ideas for:

  • Examining whether you have the resources needed for effective SEO 
  • Evaluating your brand recognition and whether your SEO is helping to build awareness 
  • Creating the unique content necessary for great SEO results 
  • Assessing whether you are over-investing in SEM 
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Mark Bietz

CMO
FUN.com

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Jeff Pape

President
Wrestling Gear.com

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Stephen McDonagh

Senior Manager, Growth Brands & The Digital Leadership Program
1-800-Flowers

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Gary Smith

VP, Worldwide Sales & Marketing
YourAnswer

11:40 am - 12:05 pm Case Study Remix: Playing With Your Food: America's Test Kitchen Social Strategy

Fran Middleton - Chief Digital Officer America’s Test Kitchen Claire Oliverson - Director of Social Media & Content Strategy America’s Test Kitchen
America’s Test Kitchen is dedicated to finding the very best recipes for home cooks. Sixty full-time test cooks, editors, and product testers spend their days testing recipes 30, 40, up to 100 times, tweaking every variable until they understand how and why recipes work. Their social strategy is no different. Join Fran Middleton, Chief Digital Officer, and Claire Oliverson, Social & Content Strategy lead, as they walk you through: 

    •    Translating iconic brands into digital content  
    •    Prioritizing your Social Strategy by ROI 
    •    How to get started with video content
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Fran Middleton

Chief Digital Officer
America’s Test Kitchen

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Claire Oliverson

Director of Social Media & Content Strategy
America’s Test Kitchen

Each table is moderated by a Sponsor Executive & Retail Client with 4 Rotations & 25 minute discussions

Table #1 Voice Driven Real Intelligence-The Ultimate Mobile Shopping Experience
Moderator: John Palek, Director of Sales, YourAnswer
Julie Daly, VP, Digital Commerce, Ashley Stewart

Table #2: Technical SEO- Best Practices in eCommerce
Moderator: Craig Smith, CEO, Trinity Insight

Table #3:Retail First Paid Media Strategies For The Holidays
Moderator: Manish Mohan, Director of Paid Media, Netelixir
Ashly Jayne Snell, Senior Manager, Digital Marketing, Dover Saddlery Inc.

Table #4: Topic: Beating Amazon At Their Own Games: Mobile Voice Search For eCommerce
Moderator: Craig S. Bassin, CEO, EasyAsk

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Julie Daly

VP Digital Commerce
Ashley Stewart

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John Palek

Director of Customer Engagement
YourAnswer

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Craig Smith

Founder & CEO,
Trinity Insight

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Manish Mohan

Director of Paid Media
NetElixir

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Craig S. Bassin

CEO
EasyAsk

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Ashly Jayne Snell

Senior Manager, Digital Marketing
Dover Saddlery Inc.

12:55 pm - 2:05 pm Lunch & Networking For All Attendees

Which digital marketing strategies have a real impact on acquisition rates? Panelists will discuss video, social media, influencer outreach and other methods for driving acquisition and get insight into how they measure the ROI of their efforts. Panelists will talk through strategies for:

  • Identifying the best digital marketing strategies that have a real impact on acquisition rates 
  • Using video and identifying what content will drive the most engagement 
  • Looking at real time engagement on social media 
  • Figuring out Iot market applications 
  • Using influencer outreach to support your strategies 
  • Measuring the ROI to get as big a return as possible 
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Brian Costello

VP, Digital Demand Creation
Shark|Ninja

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Matthew Erley

VP, Growth
Havenly

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Mark Chou

VP, Growth Marketing & eCommerce
Away

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Mike Villalobos

VP of Sales
FuelX

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Gary Smith

VP, Worldwide Sales & Marketing
YourAnswer

2:35 pm - 3:05 pm Case Study: Upping Your Online Advertising Game

Jessica Thompson - Director, Digital Acquisition Plow & Hearth
Discuss additional tactics to optimize paid search campaigns to help improve ROI.

  • Using Google Analytics and Google Adwords keyword data to feed back into SEM programs; organic keywords, DSA keywords, etc.
  • Text ad best practices and how to use test results to drive more text ad engagement. Run through different components to test; headlines, CTAs, etc.
  • Go deeper w/extensions, i.e. locations to increase / decrease bids, review extensions, sitelink rotation, structured snippets, etc.
  • How to optimize device types

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Jessica Thompson

Director, Digital Acquisition
Plow & Hearth

3:05 pm - 3:35 pm Panel Discussion: Not Just For Your Advertising —Using Social Selling To Increase Sales

Stephen McDonagh - Senior Manager, Growth Brands & The Digital Leadership Program 1-800-Flowers Taylor Burton - VP, Strategic Partnerships Drizly
How are you shifting from a discovery based mindset to a sales based mindset on social platforms? In this panel, hear how brands are leveraging a variety of social platforms for selling.
Discuss:
  • Utilizing image-based platforms as if they are catalogs to lead to a direct sale 
  • Looking at ways that commerce is happening on social platforms 
  • Understanding the potential for revenues coming from social platforms 
  • Avoiding pitfalls to ensure success 
  • Working through potential back-end challenges 

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Stephen McDonagh

Senior Manager, Growth Brands & The Digital Leadership Program
1-800-Flowers

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Taylor Burton

VP, Strategic Partnerships
Drizly

3:35 pm - 4:05 pm Afternoon Coffee & Refreshments

4:05 pm - 4:30 pm Conclusion Of The Customer Acquisition Summit

4:30 pm - 5:30 pm Retailer-Only Speed Dating: Bring Your Business Cards - You'll Need Them!

Think speed dating (without the date)! This fun session lets you meet a load of new and interesting people before the main conference kicks off. Grab a glass of wine or a cold beer and get your business cards ready!

5:30 pm - 7:30 pm Welcome Reception At The New England Aquarium

Kick off your week in Boston by enjoying delicious food, cocktails and a beautiful view of Boston’s historic harbor and skyline before
heading inside for an evening full of wonder with full access to the aquarium!

6:30 pm - 6:30 pm Registration Closed